Historic New Jersey Mall Begins Major Shift to Open-Air Community Hub
One of New Jersey’s longest-running shopping malls is entering a new chapter as plans move forward to transform it from a traditional indoor mall into a modern, open-air destination designed for today’s shoppers and families.
Brunswick Square Mall in East Brunswick, which has served the community for more than five decades, is officially undergoing a large-scale redevelopment aimed at bringing new life to the property. Township officials approved the site for redevelopment earlier this year, clearing the way for construction that began in mid-December. The project marks a major shift away from the enclosed mall format that once dominated American retail.
Instead of long indoor corridors, the redesigned center will feature stores with exterior entrances, giving the property a more walkable and neighborhood-style feel. The goal, according to local leaders, is to create a space that functions not just as a shopping center, but as a place where people can spend time, access services, and enjoy entertainment in one location.
Many well-known retailers already operating at the mall are expected to remain part of the new layout. Businesses such as AMC Theatres, Barnes & Noble, Old Navy, Bath & Body Works, LensCrafters, and several restaurants will continue serving customers, although some will move into newly built storefronts facing Route 18. These spaces are being redesigned to better fit current retail needs and to improve visibility and access.
The redevelopment will also introduce new brands and attractions to the area. Planned additions include popular national retailers, specialty shopping options, personal care services, and indoor recreation venues. Family-focused entertainment and sports-related facilities are part of the vision, reflecting a growing trend toward experience-based destinations rather than purely retail-focused malls.
A major addition to the site will be a medical facility operated by Hackensack Meridian Health, making healthcare access a central part of the property’s future. Local officials say this will not only serve residents more conveniently but also help stabilize the mall by bringing daily foot traffic that is less dependent on retail trends.
Township leaders describe the project as a long-term investment in East Brunswick’s economic health. The redevelopment is expected to create jobs, increase local tax revenue, and attract visitors from across Middlesex County and beyond. Officials also emphasized the importance of pedestrian-friendly design, updated landscaping, and modern architecture to ensure the space feels welcoming and community-oriented.
The mall’s current owners, Paramount Realty and Edgewood Properties, acquired the property in 2023 after years of financial challenges and stalled redevelopment efforts. Previous plans for the site failed due to funding issues, and the mall even faced foreclosure several years ago. Developers say this new plan is different, focusing on sustainability, flexibility, and changing consumer habits.
Brunswick Square Mall originally opened in 1970 and expanded rapidly in the early 1970s, becoming a central shopping destination for the region. Like many older malls across the country, it has faced declining foot traffic and store closures as shopping habits shifted online and toward open-air centers. Some tenants, including national restaurant chains, have already closed locations at or near the mall in recent years.
Despite these challenges, key anchors are expected to remain in operation during the transition. Macy’s, which currently operates a clearance store at the site, is slated to continue business for at least the next few years as redevelopment progresses around it.
East Brunswick officials say additional details, including more tenants and construction phases, will be announced in the coming months. They view the project as part of a broader statewide trend, as several New Jersey malls are being reimagined into mixed-use or open-air developments that combine shopping, services, housing, and public space.
Local leaders believe this transformation will help restore Brunswick Square’s role as a central gathering place for the community, while adapting it to how people live, shop, and spend time today. As redevelopment continues, the project is being closely watched as an example of how aging retail properties can be successfully reshaped for the future.
Sources
East Brunswick Township (official statements and redevelopment approvals)
East Brunswick Township Council records
New Jersey municipal redevelopment filings
